broadband and digital terrestrial television : opportunities , challenges and initiatives
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OBS* International Conference « Broadband Media: Changing times, changing media». Broadband and Digital Terrestrial Television : opportunities , challenges and initiatives. Hybrid Broadcast Broadband A SWOT analysis. Dr. Roberto Suárez Candel Pompeu Fabra University - PowerPoint PPT PresentationTRANSCRIPT
Broadband and Digital Terrestrial Television:
opportunities, challenges and initiatives.
OBS* International Conference«Broadband Media: Changing times, changing media»
Dr. Roberto Suárez CandelPompeu Fabra University
Lisboa, November 23th 2009
Hybrid Broadcast BroadbandA SWOT analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Content
1. DTT and Broadband – Current scenarios
2. What is Hybrid Broadcast Broadband?
3. State of the art
4. SWOT analysis
5. Final remarks
1. DTT and Broadband – Current scenarios
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Switch-over across Europe: asymmetric and asynchronous.
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Switch-over across Europe: asymmetric and asynchronous.
Completed
2009- 2010
2011 – 2012
2013 - 2015
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Switch-over across Europe: asymmetric and asynchronous.
Market restructuring – PayTv – Mobile
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Switch-over across Europe: asymmetric and asynchronous.
Market restructuring – PayTv – Mobile
Migration towards High Definition (HD)
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Switch-over across Europe: asymmetric and asynchronous.
Market restructuring – PayTv – Mobile
Migration towards High Definition (HD)
Internet strategies
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Switch-over across Europe: asymmetric and asynchronous.
Market restructuring – PayTv – Mobile
Migration towards High Definition (HD)
Internet strategies
Competition among platformsContentsServicesPrice
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Television does not dodge the Global Crisis.
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Globalization – Infrastructures & services
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Globalization – Infrastructures & services
Source: F. Kozamernik, EBU Technical, 2009.
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Globalization – Infrastructures & services
Source: F. Kozamernik, EBU Technical, 2009.
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Globalization – Infrastructures & services
Source: European Competitive Telecommunications Association (ECTA), 2009.
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Globalization – Infrastructures & services
On demand content – Video viewing
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
USA, March 2009: 14.5 billion videos (+11% previous month).
BBC iPlayer: from XII/08 to XII/09 served 180 million videos / France2: 50.000 per day
USA: 14.5 million viewers are considering buying an Tv set with connectivity.
1. DTT and Broadband – Current scenarios
Globalization – Infrastructures & services
On demand content – Video viewing
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Forecast: 2011 20 million TV sets with wifi connectivity / 2013 277 mil.
Youtube 40.8% of user generated content
Other online video viewing experiences: HULU, ZATOO, JOOST, AppleTV + broadcasters.
Source: Digitag Newsletter, August 2009.
Source: Screen Digest
1. DTT and Broadband – Current scenarios
On demand content – Video viewing
Source: Screen Digest
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Globalization – Infrastructures & services
On demand content – Video viewing
Mobile – Multidevice access
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
1. DTT and Broadband – Current scenarios
Mobile – Multidevice access
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Broadband subscriptions
Source: J. Doeven, CSTB 2009.
1. DTT and Broadband – Current scenarios
Globalization – Infrastructures & services
On demand content – Video viewing
Mobile – Multidevice access
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Web 2.0 & Social Networking
HybridBroadcast Broadband
1. DTT and Broadband – Current scenarios
What’s next?
Television + Internet?
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
2. What is Hybrid Broadcast Broadband?
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
2. What is Hybrid Broadcast Broadband?
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
“It is the convergence between broadcast and Internet content for a coherent experience.”
Source: DIGITAG, August 2009
“ for a enriched viewing experience.”Source: L. Vermaele, EBU Technical director, 2009
2. What is Hybrid Broadcast Broadband?
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Source: Dr. K. Illgner-Fehns, Institut für Rundfunktechnik (IRT), (2009): Rundfunk und Medientechnik im 21.Jahrhundert
2. What is Hybrid Broadcast Broadband?
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Source: HbbTV.org
2. What is Hybrid Broadcast Broadband?
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Hybrid receiverDVB tuner + broadband connectivity
Hybrid ContentBroadcast + broadband = programme unit
Hybrid servicesMainstream broadcast + broadcast related/independent services over IP
2. What is Hybrid Broadcast Broadband?
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
• Catch-up TV• Archive
Broadcast Content
• Extra content• Subtitles / Services for impaired• Interactive Applications / Widgets
Related to Broadcast
• Interactive Applications / WidgetsUnrelated Services
• Interactive Applications / Widgets• Content Portals• Internet access
3rd Parties Services
2. What is Hybrid Broadcast Broadband?
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
It is NOT:
Internet Television
IPTV
Internet on the TV screen*
… but these experiences can be helpful.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Broadcasters have developed internet strategies in order to …
… generate new windows for their content and new revenues.
… recover / have access to certain groups of audience.
… manage their brand and face up competition from other content providers.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Broadcasters have developed internet strategies.
CE Manufacturers have taken the initiative regarding IP connectivity.
Philips Net TV [video]
Samsung Internet@TV
Panasonic Vieracast
Apple Apple TV
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Broadcasters have developed internet strategies.
CE Manufacturers have taken the initiative regarding IP connectivity.
They become new gatekeepers by means of achieving alliances with content providers and offering “walled gardens”.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Broadcasters have developed internet strategies.
CE Manufacturers have taken the initiative regarding IP connectivity.
The market needs horizontal standards that guarantee interoperability.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
The market needs horizontal standards that guarantee interoperability.
Audio / Video codecs
Interactivity middleware / browser / OS
Digital Rights Management (DRM)
Connectivity with other devices (Home Network)
Content delivery protocols / coordination between broadcast and broadband
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
The market needs horizontal standards that guarantee interoperability.
BBC Canvas Project (UK)
Cross Industry Consortium HbbTV (FR + GE)
EBU – DVB HBB - MHP
Yahoo Widgets
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
3. State of the art
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
ISP
Broadcasters
Content Providers
Rights Holders
CE Manufacturers
Internet Developers
Regulators
Content Producers
Standardization Bodies
Telecomms
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
STRENGHTS
HBB specifications are built on current standards no new developments + backwards compatibility
No investment in transmission infrastructure
Broadband penetration / speed is growing
Popularisation of WIFI
Home networking creates a positive environment
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
STRENGHTS
Devices are already available at the market
DTT viewing is increasing (users / time)
DTT offers a higher / wider audience than internet
Previous experiences like BBC i Player have been very successful
On demand services are growing
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
STRENGHTS
Main Tv set is still the primary access point for video content
Some users already connect their Pc’s with their Tv sets
Users prefer professional content instead of UGC
Low political profile
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
WEAKNESSES
There many players involved agreement on standards becomes more difficult
Individual initiatives based on legacy solutions have been launched fragmentation due to lack of interoperability + confusion
User incorporation depends on having a terminal device + broadband connectivity cost + more gatekeepers between broadcasters and users
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
WEAKNESSES
IPTV and Cable operators are strong alternatives.
Investments in new content / services are needed but the business model is not clear.
DTT is strongly linked to FTA offers.
DTT switch-over in Europe is fragmented, so a common market will not be an immediate reality.
Interactivity has never been a safe value.
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
WEAKNESSES
Online content needs to go HD, otherwise lack of quality.
Youtube is the leader provider for video online (UGC + professional).
“Lean-back” attitude is still strong in front of television.
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
OPPORTUNITIES Using IP transmission might allow to free more
spectrum + combination of both more channels, HD, other services.
New interactivity options for DTT / SAT new revenues + creativity/producing opportunities
Linear television is enhanced more added value more viewers /consumption + business models
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
OPPORTUNITIES Recovering the lost audience / creating new
targets
New audience behaviour tracking options
An option for reducing digital divide and consolidating the Information Society
Personalisation / Customization + Localization new services, opportunities for advertising + better fulfillment of PSB remit
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
OPPORTUNITIES Social networking interest communities,
recommendations, most viewed (push VoD)
Better service for handicaped people
New windows for 3rd parties contents / services
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
THREATS
Legacy hardware / software solutions can fragment the market and create vicious circles that lead to failure.
Content providers circumvent broadcasters (agreements with CE manufacturers)
Linear programming loses audience impact on advertising.
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
THREATS
CE manufacturers control the access to the audience.
Broadcasters lose control over the screen due to non related content / services
Network saturation due to flash-crowds (live events) or too fast growth collapse / quality
Costs rising due to an excess on data transferring
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
THREATS
New DRM issues
New window for illegal content
Viruses
3rd parties competition degradation of the brand of the broadcaster + loss of market weight (value)
High costs for viewers
4. SWOT Analysis
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
THREATS
Inferior added value in front of cable / IPTV
Advertising migrates to IP (personalization + localization) linear programming loses value
Extra costs for IP data analytics
Low political profile Is public interest under threat?
5. Final remarks
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
It is a very attractive opportunity to enhance the television viewing experience BUT …
Do people really need it?
Who? How many?
Is it economically viable?
5. Final remarks
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
It is a chance for DTT to improve its value offer as well as its position within the television market BUT …
Aren’t the threats too many / too strong?
Is it possible to ignore HBB? Then, what?
5. Final remarks
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Which is the right way?
Open internet access / Walled garden?
FTA / Pay / Killer content, service, application … Business model?
5. Final remarks
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Like in previous cases …
Technical standardization is mandatory … ASAP!!
Legacy options are attractive in the beginning, but their growth is limited.
5. Final remarks
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
It is not “just” about migrating the web to the television screen. It is about a “coherent/enhanced” tv viewing experience.
Is it the definitive chance for interactivity?
What about Public Service?
5. Final remarks
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Terrestrial Broadcasters need to act early and fast. Otherwise, they will be quickly overcome by other/new
market players.
No action will certainly imply losing their privileged position within the
television ecosystem.
Thank You!
Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.
Dr. Roberto Suárez CandelDepartment of CommunicationPompeu Fabra UniversityBarcelona – Spain